How to Position Your Business for Success with Great Marketing

Many small businesses make the mistake of overlooking branding efforts because they think of themselves as a business first (which isn't necessarily a bad thing), and then a brand later. I like to look at it in the reverse. The brand represents the business and if the branding isn't right, it's a poor reflection of your business.

I'd like to also add that most small business or business owners in general tend to believe that creating a logo is the first step to branding. I disagree with this thought-process. Your logo should be created once you've figured out your brand colors, message, business direction/motto, target audience and more. You can also change a logo at any point, but if your logo doesn't match the brands color scheme, message, business direction/motto, target audience it can potentially push away ideal clients and have a negative impact on business revenue.

Branding (no matter the size of the business) is important for all  businesses. It can also create walking billboards aka "people who wear or buy your merchandise." Branding increases the business's value, and gives your customers a connection point to your business (whether emotionally or intellectually). It also in it's own way sets the tone for your business.

You might be asking, "Why am I sharing this?"

Well, here's why. I'm sharing this because you can't market correctly if your branding isn't setup. It's a ladder strategy. Get your branding setup first and how you'd like it to represent your company, and then proceed to marketing.

Let's talk marketing.

The brand is the foundational piece in your marketing communication to your target audience. I've heard the statement, "Branding is strategic and marketing is tactical and what you use to get your brand in front of consumers." Read this again and you'll see how important your brand really is, and who it can affect your marketing. When it comes to marketing you need to have a plan so you don't waste money (if you plan on paying for advertisements), but more importantly, to have the most effective message carried across to your target audience (future clients).

 

Here are some strategies that you can start applying today to market your small business:

  • Identify a Market:
    Once again, like branding, before you put anything in place, discover your target audience. Who are you trying to connect with. Who are you trying to reach.

  • Video Marketing:
    Incorporating videos into your marketing campaigns whether to promote your company, product or service. Visuals through video marketing converts to sales and people trusting you. It also shows great ROI (Return On Investment). Video also pushes you up on the SEO table (via google).

  • Mobile Users:
    Most people have smartphones and this is the first platform for which they will discover your business. Your audience engagement will increase when you can provide content that is easy for them to find on their smartphone. This includes videos on YouTube.
    *Subscribe to Unashamed Imaging's Vlog. Videos on how to start your YouTube Channel for Small Businesses will be coming soon.

  • Customer testimonials:
    Videos featuring your current or past clients that have used your services. This platform allows them to share their experience.

  • Live Event Videos:
    Live event videos are becoming more and more popular and with platforms such as Facebook LIVE, Instagram Stories, SnapChat and more, showcasing rich media content is a great way to push your business marketing efforts.

  • Find the Gap Your Competitors Have Missed:
    Don't confuse this with comparison. I don't want you to compare your business to another business; I don't promote that. This strategy probably seems impossible, but it's not. It may take a little more time, but it's worth it if you gain leverage. The reason why this is so important is because at some point every small business/business wants to be on top so they eventually start doing the same thing. This is actually when you will find that other business have gaps in their marketing because they are somewhat blinded to what they don't see by over saturation of what they know they are doing.

  • Identify a Common Need:
    This strategy is beneficial to your potential clients and your current clients. People are always looking for a solution. Marketing to solve a problem is a great way to put your business in the forefront. Take Unashamed Imaging for example. I created The Bride Series to help couples in planning. Why-Because in my career I have met so many couples that didn't have the proper guidance or had a bad experience and therefore they wedding experience was effected by it.

  • Demonstrate Your Expertise to Your Target Audience:
    The Bride Series to help couples in planning hosted by Unashamed Imaging is a perfect example of this. You can also facilitate this by blogging about what you know. I know a lot of business owners don't want to do this, but there are two ways that you can make this easier on yourself. (1) Hire a writer if you're not a good write or afraid to write. (2) Make a list of the things you know in your area of expertise and generate blog titles for each idea. Pre-load these titles (only) until you are ready to generate content based on the title. Yes, it's that simple. Schedule your posts and let it market for you in your sleep.

You can also start a YouTube Channel or Podcast if you're not camera shy and are a better talker than writer.

  • Continue to Stay in Touch:
    Connecting and engagement with your target audience is a major key to marketing. It does nothing to post or showcase a video. People want to feel connected and with smartphones at hand, people feel more connected than ever. Do your part. Reply to comments. Engage. Dialogue professionally. Engagement converts to sales and people trusting you.

 

Here are some polls and assessments that you can do as well:

  1. Learn Your Customer

  2. Find out How your Customers Perceive Your Business

  3. What Market Trends will impact what you are doing

  4. Best Way To Position Yourself (Platforms, Websites)

In closing

All great marketing is about great preparation and that preparation will come from completing the branding process and then brainstorming how you're going to market your business. Start carving a path that will move your business to where you want it to go.  It’s about positioning your business effectively in the marketplace. Once you’ve done the work then your marketing will work. It really is that simple.  


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Anesha Collins is a well recognized Photographer and Cinematographer based in Central Florida who's works have been featured in The Huffington Post, The NFL, MunaLuchiBridal Magazine, HowHeAsked, Borrowed & Blue, Pretty Pear Bride and more.

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